Louis Vuitton Case Study

Louis Vuitton Case Study

Spoorthy Rajana

MKT602-Marketing Management

Dr. Donna DiGioia

February-25, 2015

Abstract

Louis Vuitton (LV) is one of the world’s most legendary brands and is synonymous with images of luxury, wealth and fashion. The company is known for its iconic hand-bags, leather goods, shoes, watches, jewelry, accessories, and sunglasses, and is the highest ranked luxury brand in the world. Louis Vuitton (LV) had started off in Paris, and is now extended over 62 countries. Though the products of LV were once available in a wide variety of department stores, it later has put a tight rein over its distribution channels to reduce the risk of counterfeiting. LV has a steady and tremendous growth since its establishment as a luxury brand and has earned very loyal customers. For the house of Louis Vuitton, preserving heritage is by passing it on to new generations, like a family heirloom that needs the greatest care. It supports local bodies in their sustained work in the area of conservation, such as Venice, symbol and cradle of Italian cultural genius. LV was ranked the 17th most powerful global brand in 2009, and now it is ranked 10th. LV is now making efforts to expand into growing markets such as China and India.

Organizational Overview:

Louis Vuitton is the highest ranked luxury brand in the world. Louis Vuitton opened his first store in Paris, in 1854, and sold handmade, high-quality trunks and luggage. In 1886, he revolutionized luggage locks with an ingenious closing system that turned travel trunks into real treasure chests. In the late 19th century, Vuitton introduced his signature Damier and Monogram canvas materials, featuring the famous design still used in most of the company’s products today. Throughout the 20th century, the company that carries his name continued to grow internationally, expanding into the fashion world by the 1950s and reaching $10 million in sales by 1977. In 1987, Louis Vuitton merged with Moet et Chandon...